Disentangling the effects of promotion mix on new product sales : an examination of disaggregated drivers and the moderating effect of product class
Malika Chaudhuri, Roger J. Calantone, Clay M. Voorhees, Seth Cockrell
| Year of publication: |
September 2018
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|---|---|
| Authors: | Chaudhuri, Malika ; Calantone, Roger J. ; Voorhees, Clay M. ; Cockrell, Seth |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 90.2018, p. 286-294
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| Subject: | Sales promotion | New products | Financing incentives | Cash rebates | Perceived value | Product class | Verkaufsförderung | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Produktentwicklung | New product development |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2018.05.020 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011882033